For emergency managers and public safety officials, the greatest challenge isn’t just fighting fires—it’s ensuring that people receive life-saving alerts in time. With wildfires spreading in minutes, every second counts. Are your emergency notifications fast and effective enough?
Wildfires are no longer just seasonal disasters—they have become year-round threats, increasing in both frequency and intensity.
As a mass notification provider, we closely analyzed these events to identify areas for improvement. This L.A. Times article provides valuable insight into the challenges faced during the recent L.A. wildfires. To enhance safety and coordination in future emergencies, we have outlined key steps to improve communication based on the lessons learned from the 2025 L.A. wildfires:
- Extended Training Periods: Ensure at least six months of comprehensive training on any new emergency alert system before it goes live.
- Robust Testing and Simulations: Conduct regular, realistic drills and technical tests to identify and address potential glitches proactively.
- Improved Geo-Targeting: Continuously refine evacuation zones based on community and emergency responder feedback.
- Integrate ENS with Evacuation Planning – Real-time updates on road closures, fire spread, and safe routes help residents evacuate faster and safer.
- Enhanced Public Awareness: Maintain transparent, multi-channel communication strategies to ensure the public receives accurate and timely information.
- Encourage Public Sign-Ups for Alerts – Many residents still aren’t registered for emergency notifications, leaving them vulnerable. Use emergencies as an opportunity to remind your community that signing up for local alerts helps ensure their safety and keeps them informed when it matters most. People are often more motivated to enroll during emergencies because they clearly see the importance and urgency of staying informed.
- Support Multi-Language Messaging – California and other wildfire-prone areas have diverse communities. Sending emergency alerts in multiple languages ensures that all residents receive life-saving information they can understand.
- Combat Misinformation – social media can spread false evacuation orders or inaccurate emergency updates, creating unnecessary confusion. Use your ENS to distribute real-time, verified alerts. This helps ensure people get the correct information from trusted sources. Also, read our article on how to Combat False Information During Crises.
Additionally, leveraging the Integrated Public Alert and Warning System (IPAWS) can significantly strengthen your communication strategy. As part of IPAWS, Wireless Emergency Alerts (WEA) are broadcast to mobile phones via participating carriers, covering over 99% of U.S. mobile subscribers. With more than 1,700 government agencies approved as Alerting Authorities, WEA has been used to send over 70,000 alerts in the past decade. Recent improvements allow messages up to 360 characters, include URLs or phone numbers, and offer hyper-targeting within one-tenth of a mile—addressing early concerns about limited reach and specificity. While adoption has grown, there’s still untapped potential, as not all jurisdictions have easy access to IPAWS. Now is the time for agencies to explore its expanded capabilities to better protect their communities.
The tragic events of January 2025 serve as an urgent reminder: effective communication during crises isn’t optional—it’s essential. Although there’s always room for improvement, with the right tools, ongoing training, and technology, communities can better withstand future emergencies, ensuring everyone stays informed, prepared, and safe.
Statewide Severe Weather Preparedness/Awareness Weeks also provide a valuable opportunity to educate the public and enhance response strategies for severe weather hazards. These awareness weeks are scheduled throughout the spring – view the calendar here to stay informed.
